Burberry launches a film dedicated to the Chinese New Year starring Burberry ambassadors Zhou Dongyu and Song Weilong. The film aims to celebrate the luxury fashion house’s heritage of exploration and the outdoors.
Directed by Derek Tsang, ‘A New Awakening’ follows the characters on a journey of discovery and renewal, framed by the five senses. The film captures the spirit of Chinese New Year and celebrates the arrival of spring – inspiring optimism, a sense of new beginnings and a yearning to explore the unknown.
“I have always found inspiration in nature and its energy. This film really represents our connection as humans to the outside world and the journeys we take in life, always discovering new things in both our environment and also in ourselves. I truly believe in renaissance: rebirth and new beginnings. For the new year, I think we all want to find love, balance, strength and hope – this is the real beauty in life,” Riccardo Tisci, Burberry Chief Creative Officer shared.
Burberry has also launched a Chinese New Year 2021 capsule collection, featuring a refreshed Thomas Burberry Monogram motif celebrating the Year of the Ox – a Chinese zodiac sign associated with the earth, power and calm.
The capsule collection is available to purchase in mainland China, Australia, Hong Kong, Macau, Malaysia, Singapore, Taiwan and Thailand.
Zhou Dongyu, Burberry brand ambassador shared this statement: “Working on this Burberry campaign was truly remarkable – we got to shoot in probably one of the most beautiful places I have ever been. Amidst ancient trees, mountains and streams, we got to reunite and work together in the most serene environment. It was rejuvenating and heart-warming, and the smell of nature in the air gave us all an extra touch of inspiration. Nature, to me, is what keeps things balanced. I’ve been on trips where I have spent lots of time just gazing out at all the nature and beauty before my eyes. It’s always calming and humbling. For the new Year of the Ox, I just wish for health and happiness for everybody.”
You can watch the six-minute-long film here.
”I found this whole experience with Burberry very unforgettable. I was so happy to work with the brand alongside my favourite director Derek Tsang, as well as Zhou Dongyu. When I am filming, I like to immerse myself in different environments – we will often go into the mountains and get in touch with nature to really experience its charm. I find that nature teaches us to go with the flow, show respect and always stay curious – these are important learnings for me in my work. I am looking forward to working on exciting new projects and I wish everyone the best for a healthy and safe new Year of the Ox,” Song Weilong added.
In December 2020, Burberry launched its Chinese New Year 2021 campaign with a series of images that celebrated the majesty of the natural world. It stars the models Liu Wen and Wang Xiangguo and was captured by the photographer Feng Li.
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